Table of ContentsIntroduction
The IT purchase quest begins…
In the fast-paced, chaotic world of Techtropolis, bad marketing is kryptonite to closing a deal. So how do you arm your marketing efforts with superhuman insight to target the right buyers?
There’s a growing perception[i] amongst marketers that the balance of power has shifted in the IT decision-making process. Historically the domain of the traditional IT department, some see the role of IT becoming diffused across the business. It’s possible non-IT areas such as Marketing, Finance, and HR are playing a larger part in making tech purchase decisions.
Between the IT Decision Maker (ITDM) and the Business Decision Maker (BDM), who really calls the shots? Are they heroic purchase partners, dividing and conquering distinct phases throughout the purchase cycle? Or do they have entirely separate agendas?
Here’s what’s clear: Strategies that might work wonders during the legwork phase (tailor-made for the fact-finding ITDM) aren’t going to fly quite as high when it comes to the final purchase stages, which should target the future-minded BDM. You’ll want to customize your campaign to resonate with each breed of buyer.
Good news: We’ve fired up our survey spidey-sense to truly understand how buying decisions are made. Ready to reach your buyers with x-ray precision? Read on, Mighty Marketer!
Our report includes results from nearly 600 ITDMs and 300 BDMs across the world to dig into exactly how technology purchases play out. We tapped our own user base and market research panel, and partnered with a leading business sample provider to gain insight into the true nature of IT buyer decision making.
Table of ContentsKey Findings
And the plot thickens…
The purchase process exists on a continuum with ITDMs ultimately implementing new tech (especially hardware), which could end up guiding renewal and repeat purchases.
ITDMs and BDMs can be seen as purchase partners, working in sync to create a tech-decision duo. But there are areas where they differ, so they’ll require their own unique approach, messaging, and focus.
ITDMs bring the most insight to the table. When it comes to whose opinion saves the day, both buyer types agree that ITDMs contribute more valuable input throughout the process.
ITDMs consume up to 17 pieces of content (12 for BDMs) to help inform purchase decisions, so marketers will likely want to deliver even more content than they currently provide.
ITDMs & BDMs Unmasked
It’s a bird, it’s a plane…
Faster than a speeding network, more powerful than a malicious virus, able to influence technology purchases in a single bound: it’s the IT decision maker!
From practitioner to C-suite, ITDMs are on the front lines of supporting and maintaining all the devices and software running at their companies.
But who really is the ITDM? Here’s a quick snapshot of the elusive tech crusader:
Meet your friendly neighborhood BDM…
Pivotal purchase player. Check cutter. Business decision makers are on the financial front lines, serving as guardians of the business plan and strategy. They fight the competitive threat to ensure markets are dominated and customers appeased.
Here’s a glimpse into the BDM, wielder of the almighty budget:
We found crossover between ITDMs and BDMs on the most important IT procurement consideration factors. Both roles unite on reliability as the most powerful influencer.
While ITDMs and BDMs are aligned on the top criteria for purchase decisions, there’s an even bigger gap between the level of importance ITDMs place on reliability, addressing a known business need, and compatibility than BDMs do. This indicates that practicality is even more important for ITDMs in NA than for ITDMs in other regions.
Size of expenditure is a top priority for EMEA BDMs, which was slightly less of a concern in other regions. It’s no surprise expenditure is top of mind with Brexit having caused general economic uncertainty in the region. The result: a big impact on budgets (including IT) in EMEA.
Marketer’s Secret Superpower: ITDMs spend more time involved in infrastructure research, as practicality is a top concern. While BDMs do care about practical solutions, they’re also on a mission to find innovative, competitive technology. Between the two, there are plenty of products/solutions to spur your buyers into action.
Uncommon Ground
Same mission, different tactics…
Our research suggests a clear symbiosis between ITDMs and BDMs. But while they both play a crucial role, the two camps tend to exercise their powers over different technologies and at different stages.
ITDMs help determine need, evaluate solutions and vendors, make recommendations, and ultimately implement and manage new technology. That said, it’s the BDM who typically gives final approval on funds and purchases.
There are even larger gaps (more clearly defined roles in the IT purchase process) between ITDMs and BDMs in EMEA on phases such as determining need, evaluating and recommending solutions, and implementation.
Teaming up… or flying solo?
ITDMs view themselves as part of a decision-making team for roughly half of the purchases they’re involved in. For one-third of the decisions they influence, they view themselves as sole decision maker/final approver. ITDMs are critical to the purchase process by providing the legwork necessary to find the right solutions for their organization’s needs.
In contrast, BDMs see themselves as sole influencer or final approver for over two-thirds of the purchase decisions they’re involved in. Ultimately, BDMs are more inclined than ITDMs to say they fly solo (rather than as part of a committee) when it comes to tech purchase decisions.
Marketer’s Secret Superpower: As you address the two purchaser roles, it’s important to tailor your messaging to resonate with the level of control each player feels they have.
Purchase roles…
When we look at involvement across tech categories, ITDMs are key players throughout the purchase process. They’re more likely than BDMs to be involved in nearly every tech purchase in some capacity (especially for major infrastructure purchases like servers, virtualization, networking, and security).
That said, the balance of purchase influence can be viewed on a continuum: ITDMs drive the initial stages of the process from determining need through evaluating solutions and vendors, to providing the recommendation for the tech to be purchased.
As the process moves to signing off on recommendations, approving funds, and making the actual purchase, the balance shifts towards the BDM taking the leading role. ITDMs still play the part of gatekeeper — if a vendor doesn’t make it through the IT filter, they don’t get recommended to the BDM. The IT department ascertains that the technology works and is compatible with existing systems.
Crucially, 79% of ITDMs say they’re ultimately responsible for implementing the purchased solution. This could have a knock-on effect and end up guiding renewal / repeat purchases, which (per Spiceworks 2017 State of IT Report) accounts for 61% of spend on hardware purchases. It’s clear the ITDM has a wide domain and sphere of influence.
ITDM purchase cycle touch points
While BDMs globally are equally as likely as ITDMs to be involved in purchases related to end user tech, that’s not quite the case in NA. ITDMs in NA are significantly more likely than BDMs to be involved in computer and printer purchases, suggesting that the NA ITDM has wider reaching purchase influence than ITDMs in other parts of the world.
Of course, with great purchasing power comes great responsibility. The BDM has quite the burden to bear: every dollar spent on new tech needs to be the right tech.
Marketer’s Secret Superpower: Lobby the ITDM aggressively when it comes to infrastructure. But make sure to focus your sights on both players when it comes to end user tech.
Joining Forces: Decision-Making Duo
Tech purchasers assemble…
Industry observers estimate some USD $2.9 trillion will be spent globally on business tech purchases in 2017[ii]. One can imagine the amount of consideration that will go into every single one of those purchases. So where exactly are ITDMs and BDMs making decisions in lock-sync?
As it turns out, survey results on how ITDMs and BDMs value each other’s expertise indicate that ITDMs bring the most insight to the table. When it comes to whose opinion saves the day, both buyer types agree that ITDMs contribute more valuable input throughout the process.
In the trenches…
Further results help drive home the notion that ITDMs are doing the heavy lifting, as they spend more time in the labor-intensive parts of the decision process. Because they’ve done extensive research, they’re better equipped to implement and manage new tech (no surprise their input is deemed valuable by all parties).
ITDMs are much more active during the legwork stage (determining need, evaluating solutions/vendors, recommending tech, and implementing and managing tech). That said, both ITDMs and BDMs are equally as likely to put in substantial or excessive time when it comes to the decision phase.
Marketer’s Secret Superpower: Marketers will want to educate ITDMs through the purchase funnel and nurture them as they evaluate and recommend solutions. Give them detailed information that helps them make technically led decisions, but also educates them so they can exercise their influence with BDMs.
Content to Save the Day
Truth, education, and the content way…
As the data emphasizes a partnership between ITDMs and BDMs in the IT purchase process, it’s important for marketers to understand how to connect with both groups. There’s no magic channel or piece of content that will effectively reach each audience, but there are some similarities.
Case in point: ITDMs consume up to 17 pieces of content during the purchase process while BDMs consume up to 12 content pieces (on average).
Compared to BDMs, ITDMs are more reachable via most marketing channels, especially webinars, online forums, and conferences. Straightforward marketing, like physical mail and phone calls, is the only exception to the rule (BDMs are more receptive to these).
ITDMs in NA are even more averse to pure “marketing” (physical mail, cold calls) than global ITDMs.
Marketer’s Secret Superpower: For ITDMs, focus on content that educates to go along with the marketing channels they love the most (webinars, forums, conferences, and trade shows). For BDMs, tried-and-true marketing (email, phone calls, and physical mail) is still your best bet.
Let your content searchlight be seen…
Our research reveals that both purchasers need several pieces of content to help move them through the decision-making process. However, the amount of content required in every phase of the process is greater for ITDMs than it is for BDMs.
Marketer’s Secret Superpower: Invest most in content that guides both parties through the information-hungry research phase. And because ITDMs consume up to 17 pieces of content to help inform purchase decisions, you’ll likely want to deliver more content than you currently provide.
Up, Up… and Away!
Armed with real-world tech buying insight, how do marketers laser focus their campaign dollars on the right buyers?
The research seems to actually go against the perception that the balance of power in IT purchase decision-making has moved away from IT professionals. ITDMs are still on a mission to serve and protect IT, and therefore heavily involved in purchase decisions.
With the technical chops to evaluate and implement solutions, ITDM opinions are recognized by their business colleagues as holding real weight and value. Even if they don’t always sign on the dotted line, ITDMs act as key influencers and gatekeepers to the tech purchase decision.
It’s clear ITDMs should be targeted early on in the purchase process and throughout the research phase where various solutions are evaluated (especially for core infrastructure purchases).
BDMs come into play in the final approval stages for most technology, as they’re equally as likely as ITDMs to be involved in the purchase of end user tech. But it’s the ITDMs who are rolling up their sleeves and doing the legwork for those decisions. Here’s a quick recap of your decision-making heroes:
Who is the most influential tech purchase decision maker? Drumroll… it depends. It’s important to take into consideration your category, buyer stage, and product/solution type in order to channel those dollars into a strategic, effective campaign.
As you gear up to target the right buyers at the right time, know that you’re battling missed opportunities head on. Good luck, Mighty Marketer!
Details on the Data
You’ve just read Spiceworks’ version of data gone spicy: Our answer to humdrum data. We tackle the tech issues of today… and what’s coming soon to a server room near you.
And we deliver it all with more originality and spice than your typical run-of-the-mill reports. Drawing from a user base of millions of IT pros, it’s a glimpse into tech you can’t get anywhere else!
Regions Represented
ITDM
BDM
Company Sizes Represented
ITDM
BDM
Top Titles Represented
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